Augmented reality (AR) has proven to be a potential source of disruption in the marketing
discipline. Abundant research has attested to AR's potential by exploring the impact of AR …

Purpose The online brand advocacy behaviors of omnichannel shoppers, who mainly rely
on integrated brick-and-mortar stores (recognized as a vital channel for delivering a …

Purpose Fashion brands are one of the strongest means of expressing consumers identity.
This study explores and empirically validates the concepts of brand love and hate for …

Penelitian ini bertujuan untuk menganalisis reputasi merek terhadap keputusan pembelian
dengan studi kasus merek iPhone. Metode penelitian yang dipilih penulis adalah jenis …

This study aims to analyze the relationship between brand credibility and brand reputation in
the Indomie case study. The research method chosen by the author is a type of quantitative …

Purpose The primary purpose of this study is to examine the relationship between conumers'
emotional attachment towards fashion apps and positive behavioral outcomes, such as e …

Despite the enduring importance of green marketing literature, it has been argued that
limited studies have been devoted to addressing green brand-related issues in the Chinese …

Reputation is shaped depending on factors such as the quality of products and services
offered by a brand to its stakeholders, its reliability, and its innovative aspect in the eyes of …

Purpose Robotic restaurants are very novel, and service robots in these restaurants are
identified as offering unique advantages in terms of efficiency, tireless service and …

Purpose Underpinning social identity theory (SIT) and service-dominant logic (SDL), the
current paper seeks to explore the effect of self-presentation on online brand advocacy …